So, you’ve splashed out on a Facebook advert and you’re ready and waiting for the sales to roll in – fantastic!
However, other than noticing an increase in the number of hits your website is getting or the sound of ringing tills, how can you tell how effective that advert actually is?
And what can you do to make sure you’re getting the most out of it?
This is where Facebook pixel (and event tracking) comes in. Put in the most simple of terms, the Facebook pixel is a piece of code.
When it’s used on a website page and somebody visits that page, the pixel kicks into action and it alerts Facebook that a browser has visited that specific page.
The pixel can go on every page of your website – the more information about users visiting your website the better, after all.
Easy enough so far, right?
So how can this help you?
Now, let’s move on to what matters the most to you! What can you do with this information? How can you use the pixel to increase revenue?
As well as giving you general information about who has visited what page of your website, it can also be used to track when certain ‘events’ happen.
By events, we mean a website user taking a specific action such as ‘adding to wish list’, ‘adding to cart’ or using the ‘search’ function.
Once the pixel code is on your site, you can start to hone into audiences. You can target audiences based on which pages of yours they’ve already visited, those who haven’t visited your site in a certain amount of time, or people who have added an item to their wish list.
When you know what actions your audience is taking, you can optimise your advertising.
Are your customers more likely to convert when they’re using their smartphone or their laptop?
The basic pixel will give you that information, allowing you to then target those users.
How about the ‘add to cart’ function?
By knowing who has reached that stage but not made it all the way to payment, you can then remarket to those people – reminding them that they were close to buying something from you and prompting them to revisit and complete the purchase.
Event tracking is all about learning more about your audiences and then using that information to target them effectively.
Once you’ve collected the data that tells you how many people have placed an item in their basket, Facebook can then use that information to optimise your adverts.
In other words, the data that the pixel has collected allows Facebook to show your adverts to the people within your audience that are most likely to perform that specific event, leading to a higher probability that they will return to your website and make a purchase.
Although it might sound complicated, Facebook pixel is really just about understanding how users of your website behave.
The pixel does all the legwork for you while you enjoy a boost in conversions and get the most out of your adverts.
We hope this information serves your business well 🙂